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approaching beauty and wellness for first-time enthusiasts. In an interview with TOI, Masaba talks about her new venture and how she wants to bring in a change in the beauty industry. Here’s an excerpt from the interview.
What made you come up with the idea of launching your beauty brand?
MG: LoveChild was born to resonate with women who have been labelled all their lives. Being a woman of colour, coming from two different ethnicities, and dealing with acne and sensitive skin for over 15 years I grew up loving all my mum’s makeup but disliking what it did to my skin! The #MasabaTribe women are trendy and experimental but she is also perfectly happy to keep it low-key. She’s playful, she’s serious, she’s calm and collected and a mood unto herself. The #MasabaTribe woman is each and every one of us with no particular definition limiting us. This paved way for the creation LoveChild, a wholesome, inclusive cosmo-wellness beauty range that marries beauty and wellness, embarking on a journey of self-love.
Tell us about its USP
MG: LoveChild stands strong on many levels, one definitely being the price points because it’s going to be unexpectedly coming from a brand that is already pitched luxury in the fashion space. The fact that we
will be competing with many Indian brands, the price points are super competitive as it starts from INR
100. The second definitely is the packaging. I can guarantee you won’t find anything else like it that, it’s quirky, it’s cute and fun, making you want to experience it. And the third thing is the fact that the products are actually good for your skin. We have paid a lot of attention to the skincare ingredients, and what’s gone into each product, making it an honest product for the customers.
Also, a really cool thing we incorporated alongside, is allowing the customers to shop through our
website. There will also be a blog that gives you an insight into my take on nutrition and wellness, beauty.
I think that’s also important because I do feel that people don’t pay enough attention to the things that they can add to their life. We launched LoveChild for all the youngsters out there who haven’t been able to experience the mother brand.
Since cruelty-free products are the need of the hour and you are also doing so, how much difference
do you think brands can make?
MG: I feel people have begun to show more concern towards how beauty products are made. People have
realized how prevalent animal testing is, and this has caused many people to search for alternatives. As
we know change isn’t something that happens overnight. It’s something that happens gradually. At one
point in time, it was standard for beauty products to use animal testing. Slowly but surely, that has been
changing.
What was the inspiration behind LoveChild? Take us through the journey
MG: I wanted to create something that did not bind women with preconceived notions of beauty and skincare. Honesty, inclusivity and efficacy have always a top priority while creating LoveChild. A large part of the birth of LoveChild is to reach out to a new consumer set and also finally be able to cater to the existing brand loyalists who are young, evolved and wallet conscious without compromising on the product. We intend on being a one-stop destination for all conversations on beauty and well-being, delving into self-love facets, nutrition and nourishment by experts, wellness mantras and more.
What sets LoveChild apart from its contemporaries; with regard to its product offerings and
formulations?
MG: LoveChild offers a varied product line of high-performance colour cosmetics, skincare and wellness
solutions formulated for all ages, skin colours and cultures. The products are created thoughtfully and
responsibly with efficacious global ingredients, and offers for an audience that embraces multiplicity in
self-expression. The brand aims to bring an idyllic and fantastical world to life, with an eclectic range of
rich lip colours in the form of bullet & liquid lipsticks, nail paints, face mists, intimate wipes and calming oils distilled with time-tested techniques. Born to bridge the gap between make up & skincare, the products are formulated as skin-vestments; not only are they highly pigmented, high on performance and quality, but also clean, vegan, gluten, and cruelty free. The only aim with the shades of the lipstick was to make colours that suit Indian skin tones. That there is an everyday colour for every woman that doesn’t feel like stripping their natural skin colour away.
Tell us about your journey of exploring wellness and beauty. You have been synonymous with your
luxury silhouettes, what urged you take the cosmo wellness route
MG: My journey with wellness and beauty has been filled with trial and error, where I think I have always tried to find used products that have worked for others as opposed to discovering what works for me. I do have sensitive skin that does not respond very well to harsh makeup and products. So I wanted the range to be that, which fits women who deal with similar issues and also women who have particularly sensitive skin. I think the cosmo wellness route was largely taken on because I believe that without being well or well- being internally, you can not look your best externally. Which is why we have the Anti Anxiety Oil, the face mist, we have products which actually give you a more holistic approach to beauty as supposed to just saying ‘by our products’ and given that experience in the fashion business which is luxury, we wanted this to be an entry-level product for people who can not necessarily reach out for that line.
How are you planning to connect with your audience differently?
MG: The one thing I plan to do differently with my audience is the wellness route, where I will be giving tips and tricks on my wellness blog, which is a part of the LoveChild website. It talks about all my experiences, things that I swear by, something as simple as my wellness water which I drink every morning to a pranayam I do every day that helps me with my anxiety. So I think what we are trying to tell people is that sure the products are there to help you but we are also trying to give people a peek into a lifestyle that will work for their wellbeing and beauty.
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